Fun88 and Bodog Gaming are entering into a new licensing deal to bring live dealer gaming to the Asian sportsbook and casino.

Under the terms of the deal, Bodog will be providing Fun88 with a host of live dealer products including baccarat, roulette, sic-bo and Dragon Tiger.

That an Asian based company would turn to Bodog for services is an indication of how well the company’s aggressive attempts at penetrating that market have been working. In a press release, Bodog Gaming Managing Director Will Hu described the deal:

When we built our business-to-business live dealer studio and software, we spent a long time analysing the products on offer and what the Asian customer wanted. Being able to deliver the product to a company as respected as Fun88 is, we hope, a reflection of its quality.

For Fun88, licensing Bodog games gives them an edge in a very robust, and competitive, corner of the gambling world. Jeff Wei, Product Director for Fun88 had this to say about their new game suite:

This new live dealer product will add another layer of choice to our customers as well as some unique features that players haven’t seen before like Super 6 baccarat, which is so popular at the offline casinos in Asia.

Bodog’s made no secret its desire to serve Asian gamblers. Just last week the company announced plans to market its UK gaming products towards Asian expats. As part of the promotional process, company officials have been calling this untapped market, the missing millions.

What do you think of Bodog’s moves in the Asian market? Share your opinion in the comments section below.